Xiang Tang Group Road Machinery Company Marketing Force Continued Ascent

Along with the sustained and rapid development of Chinese economy, the market competition becomes increasingly intense. Influenced by the global economic integration, the market circumstance becomes complex and changeable, so if the lack of support for marketing force, the enterprise is not possible to achieve sustained growth. The correctness of any marketing theory cannot be separated from the testing of marketing practice. In order to ensure the correctness of research direction, it is necessary to go deep into an enterprise’s actual marketing work.In XiangTang Group, a large-scale intensive manufacturing enterprise of construction machinery and heavy equipment, the continuous improvement of sustainable marketing competence has played an important role in the promotion of corporate sales rising, market expansion and strategic implementation. This thesis, dealing with the applied research on the enterprise’s sustainable marketing competence of Road Machinery Company of XiangTang Group, includes four parts. The first part is the introduction, which gives a brief exposition on the development trend and the research status at home and abroad, as well as the research background, method and purpose. The second part, as the part including basic theories, paves the way for the research and analysis in the following two parts. The third part is the main part, conducting the empirical research on the sustainable marketing competence. In this part, on the basis of in-depth understanding of the marketing work practices for this Company, a practical and feasible review program of sustainable marketing competence is specially designed for it, and also feasible countermeasure for promoting the enhancement of the enterprise’s sustainable marketing competence are explored through the analysis of assessment results.The last part is the conclusion, which summarizes achievements, inadequacies and the next work step for the research of the enterprise’s sustainable marketing competence. We hope that the research achievements from this article can serve as a valuable and practical reference for the cultivation model and process of Road Machinery Company’s sustainable marketing competence to enhance the enterprise’s core competitiveness, so as to provide a reference for Chinese enterprises’sustainable growth.